We need terms to be accurate and granular enough that we can use them successfully to navigate our study of digital user behavior.
Descriptive terms are like the markers on a knowledge map. Maps are so important that Apple recently cashiered the executive who launched its somewhat inaccurate quilt of outsourced online maps (arguably the most-ridiculed Apple blunder since the skateboard-sized Newton).
So we need terms to be accurate and granular enough that we can use them successfully to navigate our study of digital user behavior. We don't like getting lost - not in Kansas, not in our analytics tools.
Some of the changes in the market have rendered some terms almost meaningless for the purposes of measurement, and are in need of redefinition. Just like what happens when the old road dead-ends at the new overpass, we need the latest information in order to keep from crashing into a wall.
Here are my top three suggestions for terms in need of redefinition:
If this column prompts a discussion about granularity and correlation, it will have made an impact. By drawing up a more detailed terminology map, you'll find yourself taking a much more direct route to Insight Boulevard.
City Map image on home page via Shutterstock.
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Andrew V. Edwards is a digital marketing executive with 20 years of experience serving large organizations, and has been an operating executive and digital marketing consultant since the 1980s. Currently he is a partner at Efectyv Digital, a digital analytics consulting firm. Andrew combines extensive technical knowledge with a broad strategic understanding of digital marketing and especially digital measurement, plus hands-on creative in the form of writing and design.
In 2004 Edwards co-founded the Digital Analytics Association and is currently a director emeritus. He has designed analytics training curricula for business teams and has led seminars on digital marketing subjects.
Besides writing a regular column about analytics for ClickZ, Andrew wrote the groundbreaking "Dawn of Convergence Analytics" report, which was featured at the SES show in New York (2013).
His book Digital Is Destroying Everything, published by Rowman & Littlefield, will be released on June 15, 2015.
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